The grind never stops even when the cameras go off.
Through the unspoken brutality that goes behind every celebrated victory, world championship swimmer Michael Phelps fully exemplifies JOMO, or “Joy Of Missing Out” – an expression for every athlete’s personal sacrifice in pursuit of sporting greatness. These moments captured in partnership with Droga5 are authentic and wildly captivating.
“By providing this peek behind the curtain of our athlete’s lives, we hope to inspire young athletes all over the world to push beyond their perceived limitations in order to achieve their ultimate goals.” – Adrienne Lofton, Senior Vice President, Global Brand Marketing, on the newest chapter of Under Armour‘s Rule Yourself campaign.
This video is the third of a series by the tagline: “It’s What You Do in the Dark That Puts You in the Light”, after features of the USA Gymnastics Women’s National Team and Netherlands Football star Memphis Depay.
Read about Under Armour’s next weekly Armour @ The Bay session happening on 22nd March, Tuesday, and sign up on the official event page.